The Role Of Information For Global Marketing - Educational And Practical Aspects

The selection of company strategy for international market appearance is an essential part of implementation the global marketing. Given the fact that this process is influenced by a diverse range of factors, it is necessary to research and report frequently about the dynamics. The research of market environment is one of the most essential company activities. Information is the base of the market assessment as an opportunity to company entry, as well as for establishing a balance between the marketing-mix tactics in accordance with specific conditions set out by the local markets. Some of the huge problems in the transition economies are closely connected with education and practice connected to the global marketing issues. It is very significant to understand that marketing is not only a theory, but also an amount of knowledge created and carried through the experience in the business practice. The low level of theoretical and practical knowledge of this problematic is a serious flaw in global assessment process, especially in relation to local countries and regions, including the specific marketing functions of the company. The initial step should be implementation of theoretical and practical knowledge in the process of the company’s information needs definition, and then to carry out further implementation of other phases of the process. The transition of economic and political system in Macedonia created favorable circumstances on education that sought to understand and employ the market system logic. The fundamental goals have been to achieve reflective, practical and analytical skills for those involved in management or marketing and for those who want a better understanding of the nature and process of management and marketing within broader contexts.